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Nathalie Collins
Edith Cowan University
BusinessMarketingService-dominant logicPublic relationsEvangelism
23Publications
4H-index
32Citations
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Publications 23
Newest
#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
#2Jeff Volkheimer (Duke University)
Last. Jamie Murphy (University of Eastern Finland)H-Index: 31
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#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
#2Jamie Murphy (University of Eastern Finland)H-Index: 31
1 CitationsSource
#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
#2Jamie Murphy (Curtin University)H-Index: 1
Interacting with Brand Communities and Customer Evangelists can be profitable. Corporations and brand managers who follow traditional marketing and business paradigms will struggle to effectively communicate and connect with these opportunities. Viewing consumer collectives (Brand Communities, Consumer Tribes, Subcultures of Consumption, etc) through Service-Dominant Logic and religious paradigms can give tourism marketers a feel for how to interact with this group of people who actively seek br...
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#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
Interest in authenticity is on the rise. Marketing literature touts authenticity as a point of differentiation (Gilmore & Pine, 2007; Leigh, Peters, & Shelton, 2006). Tourism literature continues to investigate authenticity in reference to the consumer experience (Steiner & Reisinger, 2006; Wang, 1999). Modern psychology considers what is, and what is not, authentic behaviour (Golomb, 1995; Guignon, 2002). And of course, Philosophy has been working on the question for centuries, with a resurgenc...
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#1Nathalie CollinsH-Index: 4
#2Hanna GläbeH-Index: 1
Last. Jamie MurphyH-Index: 31
view all 4 authors...
Abstract Purpose Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote evangelism creation as part of their skill set. Yet the existence customer evangelism and its effects remain unsupported by empirical evidence. The purpose of this paper is to quantitatively explore customer evangelism. Methodology/approach This paper takes one of the first steps towards empirical analysis of...
5 CitationsSource
#1Nathalie Collins (UWA: University of Western Australia)H-Index: 4
#2Jamie Murphy (UWA: University of Western Australia)H-Index: 31
Variously called consumer collectives, subcultures of consumption, brand communities, consumer tribes and brand cults, consumer collectivism is a rising area of interest in scholarly and industry circles. This paper develops an idiographic conceptual model for consumer religiosity, specifically those who worship/consume in groups.Producers enjoy the positive market leverage consumer collectives can provide. Collectives develop, maintain and promulgate rituals, traditions, myths and consumption b...
3 CitationsSource
#1Nathalie CollinsH-Index: 4
#2Lynelle WattsH-Index: 4
Last. David HodgsonH-Index: 4
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Selling the course experience to future students has been corporatised across the Higher Education sector. At many universities marketing and sales specialists, such as ECU’s Student Recruitment Team, rather than academic staff, field prospective student enquiries. Representing courses authentically is crucial to matching future students with an appropriate course experience and career, as well is managing future students’ expectations. A challenge for academics is communicating the course/caree...
#1Nathalie Collins (UWA: University of Western Australia)H-Index: 4
#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
This paper draws on a literature review, conceptual development and an introspective narrative to explore “quintessence” and Customer Evangelism (CE). Quintessence, a mystical connection between the customer and a product, elevates a profane product experience to the sacred. This paper argues that the quintessential moment, the root of the Customer Evangelism conversion experience, awakens or redirects a propensity toward evangelistic behaviour. As the moment of conversion, quintessence is as pi...
#1Nathalie Collins (ECU: Edith Cowan University)H-Index: 4
#2Jamie MurphyH-Index: 31
Word of Mouth and Brand Community Marketing terms have emerged to describe particular people and their effectiveness in promoting messages, particularly with the emergence of social media. The development of the terms and their use are concurrent in academic literature, industry literature and popular culture. Furthermore, it is common for these terms to converge, borrowing meanings, connotations and subtexts. This paper explores five key community marketing terms−Geek, Maven, Alpha User, Evange...
1 Citations
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